An addressable audience, or simply addressability, refers to the number of individuals a media company has access to that can potentially be reached through an advertising campaign.
The Cambridge Analytica scandal of 2017, the introduction of GDPR in May 2018 and the introduction of CCPA in January 2020, have all played a role in increasing the attention that data privacy so rightly deserves.
In the modern world, data has become increasingly important in the decision-making process for marketers, helping inform general business intelligence, as well as marketing strategy.
First party data has grown in popularity with businesses looking to unlock customer insights that power more relevant content and enable people-based marketing.
Identity resolution is the process of connecting multiple identifiers across different devices and platforms, enabling each of these different data points to be associated with a single individual.